Floor coverings retailer Rugs Direct has redesigned its web site to offer better navigation and more detailed product images.
Shoppers can navigate the site’s more than 70,000 rugs by multiple characteristics such as style, color, size or price. When a shopper clicks on one of the characteristics on the Rugs Direct home page, she can further specify what she wants to see before being taken to a new page. For instance, a consumer who chooses to see traditional rugs can choose to sort them by price or by the newest items.
“We knew we had the products people wanted, but with so many offerings it wasn’t always easy for them to find exactly what they were looking for,” says Randy Kremer, president of Rugs Direct. “The number one reason we went to the time and expense to upgrade the site was to help our customers always find the perfect area rugs for their homes as easily and quickly as possible.”
Rugs Direct, No. 317 in the Internet Retailer Top 500 Guide, also added larger, detailed product images and a product zoom. The additions were aimed at allaying customers’ concerns about buying a floor covering online, says Bill Martin, vice president of merchandising.
Before launching the redesigned site, Rugs Direct used focus groups to test the site’s usability. “The result is a more up-to-date site that includes features that consumers expect to find in a world-class e-commerce environment,” says Greg Culler, chief information officer.
Rugs Direct says the redesign is only the start. “In the coming months, we expect to see the site evolve further with features such as online order tracking, advanced ‘my account’ functionality and product comparisons,” Culler says.
The company’s in-house Internet technology staff carried out the redesign.